Push-up bra


Established 19

Founded in 1939 by Moe Nadler as the Canadian Lady Corset Company, Wonderbra is a manufacturer of underwear, mostly known for having designed the push-up bra as we know it today. The first patent of the push-up bra was granted to Israel Pilot in 1941. Pilot was also the first to coin the name Wonder-bra. When this patent expired, Moe Nadler successfully acquired the Canadian, European, and Asian rights to the Wonderbra trademarks.

In 1961, Wonderbra introduced the model 1300, a deeply plunged version of the original push-up design. This bra became one of the best-selling styles and is virtually identical to today’s Wonderbra. In 1992, this style became a unexpected hit with British women and sales took off, accounting for 12.5% of the UK branded bra market. In 1994, Wonderbra launched the iconic Hello Boys campaign, which presented model Eva Herzigová in a Wonderbra gazing down at her breasts with the caption ‘Hello Boys’. The poster was voted in at number 10 in a V&A Poster of the Century contest.

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© HanesBrands Inc., Winston-Salem, US

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